Idea #1: Use post-purchase communication to inform
Post-purchase emails offer extreme value to consumers in Next Logical Product (NLP) emails. NLP emails contain recommendations based upon an examination of customer behavior of the next thing they purchased. For example, did you know that based on data, the next thing people buy when they buy a treadmill is a mat for the treadmill?
Doing the analysis and looking at what the next purchases commonly are can inform a relevant communication to the consumer and produce astounding results. What if these post-purchase emails not only had the offer, but had content from the manufacturer explaining the most popular use of the product? What if you could remind the consumer to “not forget” a great benefit or feature?
How about highlighting advice from the category? If someone purchases a washer or dryer, why not have content in the email about how to care for certain materials; maybe a cheat sheet on water temperature for specific clothing types?
Idea #2: Use macro-events to educate
Use purchases that can be tied to weather events. If Bill purchases a generator, create an email that is sent after a weather event in which a generator might have been used showing how to tune up the generator or order replacement parts for older models.
These helpful tips and advice are things that consumer may or may not know. If you look at your product categories, there are widespread geographic events that you can communicate on based on past purchase.
Idea #3: Use propensity to derive consideration
What do you know about your customers and products and identify those things that have a longer consideration timeline?
In the travel industry, people go on vacation about once a year but we know from the data that the consumer researches for as much as 30 days prior to booking a vacation. Hotels will often start talking about vacation on a regular basis to past guests to help inform, provide ideas and hopefully get the return visit to a property or within brand.
You can also use propensity models to derive who may be in market to purchase and use email content to inform the consumer on topics that are important to purchase.